Mobile adoption and market penetration trends are headed up and to the right; ecommerce companies and marketers realize that mobile strategy is increasingly important. Studies show that mobile phone users spend 20 percent if their time in a browser and 80 percent in apps (if my Twitter and Feedly habits are to be any gauge, that’s likely generous to the browser). Not recognizing changing consumer habits can lead to online retailers (or any business) leaving money on the table. Now the question looms, “where do we focus our efforts?” On this Thursday’s Office Hours Hangout, we will discuss that question.

There is value in responsive websites, freemium apps, mobile advertising and much more, but there is a factor that is often missed. Native apps are always going to perform better than web apps. Building on the iOS or Android platform can inherently provide you with a better result as you have taken the limitation of the browser out of the picture. Developers are in the digital trenches when it comes to building a mobile strategy that works, and have a lot to teach us on the benefits of mobile app vs. web app, while users just want their interactions with your online presence to be quick and painless.

In the context of mobile, you want to remove any transactional friction so that you incentivize users to convert to customers. If I decide, on the spur of the moment, to do something sweet for that special someone like send flowers, the longer the selection and payment process takes the more time passes where I can get distracted by a notification, text or green light (don’t tell my special someone). Organizations can’t afford to let their mobile strategy create transactional friction for their users. Developers need tools they can leverage to deliver that ideal mobile experience, to avoid browser bottlenecks slowing down the user experience and limiting the mobile conversion rate, as well as more API-driven services, like our own Rackspace Cloud. Today, it’s easier than ever to enter the mobile marketplace.

About the Author

This is a post written and contributed by
Drew Cox.

Drew Cox is an original member of the Rackspace Managed Cloud support team who pioneered both the Technical Account Management position for the Rackspace Cloud and Rackspace's approach to Cloud Customer On-boarding. Before Rackspace, Drew spent time as a Government Contractor working with all types of organizations where he developed a passion for small/startup business. When he's not working with customers to perfectly tailor their cloud solution, Drew is exploring Texas with his family, looking for his next tasty bite and staying blissfully caffeinated. Follow Drew on Twitter @DrewCoxSA.